My grandmother has a stack of handwritten letters from my grandfather that she’s held on to for decades. Now that he’s gone, she’ll still takes them out from time to time to read and reminisce.
Think about the last time you received a letter from someone you care about. How did it make you feel? Did you read it word for word? Chances are you did, and chances are that letter is still tucked away somewhere in your home for nostalgia or safekeeping.
Now, imagine if that same message had been sent to you via email. Would you have treated it the same?
Since email is free and immediate, it’s less impactful. You wouldn’t send your significant other an ecard for their birthday, would you? Email lacks sincerity. Email is easily tossed aside.
In Chapter 7 of Newsletter Marketing, The Newsletter Pro’s CEO, Shaun Buck, compares email and newsletter marketing to prove that email has its place, but simply cannot take the place of print.
Before getting into why print newsletters are more effective than e-newsletters, Buck makes a quick disclaimer: Printing a newsletter isn’t cheap, and dealing with postal regulations can be frustrating and unpredictable. That said …
Print newsletters are STILL more effective than e-newsletters.
- Deliverability. Print newsletters have a deliverability rate of nearly 100 percent. Your message is actually getting out! Compared to email, with only 16-60 percent deliverability, print wins by a landslide.
- Staying power. Here’s a fun fact: The average amount of time people spend reading an email is 15-20 seconds. Yet another terrible number. Print newsletters can stick around for months or even longer if they’re a good read.
- Brand building. It’s nearly impossible to build your brand with e-newsletters because only part of your readership is even receiving your message.
- Consumption. Simply put, more people are reading, and they want reading material that adds quality to their life.
- Pass-around value. Sure, people forward email, but that email is going to look like spam in a friend’s inbox. If you’ve only got one copy of a newsletter, you’re more selective of who you pass it to — ensuring that the person who gets it is the most likely to benefit from the content, which leads us to …
- Increased referrals. Email newsletters don’t result in referrals because people aren’t opening them, and if they are, they’re only spending a few seconds reading what you have to say. Print is a powerful referral tool because people are more engaged with your message. Plus, if the person reading your newsletter got it from a friend, they’re already more likely to do business with you because they trust their friend’s judgement.
Even if email had been available back in my grandma’s day, there’s no way she would have held onto messages from her husband as long as she has kept his letters.
If it’s relationships with your clients you want, you need to invest in them. E-newsletters just don’t cut it.
This summary is taken directly from our book, Newsletter Marketing. To request a FREE copy, please click here. We even cover shipping, so there’s no risk. Just give it a read and learn more about the benefits of newsletter marketing and how you can grow your business with the power of retention and referrals.